LEGO transformed one of Indian print media’s most recognisable identities by turning ‘The Times of India’ masthead into ‘The LEGO Times of India’. Instead of using the newspaper as conventional advertising space, the brand made the masthead itself part of the creative.
The familiar red lettering was reimagined with LEGO minifigures interacting with the letters, bringing the brand’s playful visual language into a title readers instantly recognise.
The masthead then opened into a brick built interpretation of Mumbai, recreating the city through local transport, roadside vendors, buildings, film crews and everyday characters. The result was a visual packed with small references that encouraged readers to spend time exploring the page.
When The Newspaper Becomes The Creative
The strength of the execution lies in how closely the idea is connected to the medium. Rather than placing a conventional advertisement beneath the newspaper’s identity, LEGO integrated itself into that identity and extended the concept across the Masthead Integration Jacket.
Mumbai provided plenty of material for that world. A BEST style double decker bus, a local train, street scenes, food stalls and film production references were recreated through LEGO bricks and minifigures. Even the line ‘The city of pieces’ works on two levels, referring both to Mumbai and to the individual pieces used to construct the LEGO universe.
The opening of LEGO’s first Mumbai store at R City Mall, Ghatkopar provides the context for the activation, while remaining secondary to the creative idea.
FAQs
- What is The LEGO Times of India?
The LEGO Times of India is a creative print campaign where LEGO transformed The Times of India masthead and recreated Mumbai using LEGO bricks and minifigures.
- Why did LEGO change The Times of India masthead?
The LEGO Times of India masthead was designed to turn the newspaper itself into part of the campaign rather than using a traditional print advertisement.
- What does the LEGO campaign show?
The campaign features a LEGO version of Mumbai with local trains, double decker buses, street vendors, buildings, film crews and everyday city scenes.
- What does The city of pieces mean?
The city of pieces connects Mumbai’s many people, places and stories with the individual LEGO pieces used to recreate the city.
